Real Time Bid Enrichment Service

What is ID5's Real-Time Bid Enrichment Service?

ID5’s Real-Time Bid Enrichment is an optional, paid-for service that enables publishers and publisher monetization platforms to improve inventory addressability. When enabled, the ID5 Graph is used to enrich the EID object provided in ID5's response with SSP and DSP cookie IDs alongside ID5 IDs. By opting in, publishers or their platform partners can make their inventory more addressable to buyers through a responsible and transparent bid enrichment process that fully complies with the IAB Tech Lab’s OpenRTB specification.

Key Benefits

• Enhanced audience addressability even in the absence of legacy identifiers
• Improved match rates with supply-side and buy-side partners, increasing the value of publisher inventory and therefore revenue

Requirements

1. Register with ID5

Register with ID5. If you don’t already have an account with ID5, please visit our website to sign up and request your ID5 Partner Number.

2. Review and Sign the Addendum for ID5 Bid Enrichment Services

Review the addendum for ID5 Bid Enrichment Services provided by your ID5 Account Manager. 

3. Ensure your ID5 Integration meets the minimum requirements for Bid Enrichment Enablement

ID5's Real Time Bid Enrichment Service can be enable for all types of ID5 ID fetch integrations including:

• Prebid. js (minimum integration requirements)
• Prebid Server ^BETA (if your prebid server host has configured the ID5 user ID module)
• ID5 JS API
• Mobile In App S2S API
• CTV API

4. Instruct ID5 to enable the Real Time Bid Enrichment service with your preferred configurations

Your ID5 Account Manager will provide you with a list of the currently supported configuration options for you to choose from and enable the service on an agreed date. Configurable options include:

5. Uplift Reporting

ID5 will automatically set up an A/B test with a 90:10 split between enriched and control groups. The % split can be customised upon client request. This means:

• 90% of eligible users: Enriched group - will receive enriched IDs
• 10% of eligible users: Control group - will not receive enriched IDs

Note this split is done independently of any other A/B testing the publisher might have configured. If the ID5 abtesting parameter is configured whilst bid enrichment is enabled, the enrichment/control group split will apply to the normal group that has the ID5 ID enabled.

Example

If a publisher enables ID5’s AB Testing with an 85:15 split, then 85% of users are assigned to the normal group and 15% to the control group. If bid enrichment is also enabled with a 90:10 split, this applies only within the normal group: 90% of those users will receive enrichment, while 10% will serve as the enrichment control group. By running the two tests at the same time, the bid enrichment potential will be limited and the results of the AB Test designed to assess uplift associated with presence of the ID5 ID will be biased.

Partners must provide ID5 with automated weekly reports and a monthly report no later than 7 days after month end covering all channels competing for impressions across every domain where ID5 Bid Enrichment Services are active. These reports must include all competing channels, regardless of whether ID5 Bid Enrichment Services are applied to a given channel. This report must detail the results broken down by domain.

Example: If ID5 Bid Enrichment Services are enabled on publisher.com and the competing channels include Prebid, Amazon TAM, OpenPath, and others, then every channel must be represented in the report.

How to provide ID5 with Reporting?

Google Ad Manager Reporting

For client side integrations with ID5 (ID5 JS API and Prebid.js), the params.gamTargetingPrefix parameter must be configured in requests with id5 . When a non-empty params.gamTargetingPrefix is configured, the module sets the following GAM targeting keys:

 It is then possible to create reports in GAM that segment by the {prefix}_enrich key-value pairs. Follow the Google Ad Manager Instructions to add these key values (id5_enrich=y , id5_enrich=s , id5_enrich=c)to your reporting.  Schedule a:

- A daily  automated report with impressions, paid impressions and revenue by key value for yesterday 

- A monthly automated report with impressions, paid impressions and revenue by key value for last month

Custom Uplift Reporting

Client Side ID5 Integrations

In cases when it's not feasible to use gamTargetingPrefix described above, ID5 can expose targeting tags through a global window.id5tags object. If exposeTargeting is set to true and an ID5 instance has initialized, the ID5 will expose tags through a command queue pattern.  The tags object is in key-value pair format like this:

{
    "tagKey": "tagValue"
}

The meaning of specific key-value pairs is following:

Partners should then include code on their page to queue callback functions to access those tags:

window.id5tags = window.id5tags || { cmd: [] };
window.id5tags.cmd.push((tags) => {
    // Use for custom analytics, targeting, etc. 
    // eg pass to custom tagging system with something like:
    for (const tag in tags) {
        customPartnerTagging.set(customPartnerPrefix + '_' + tag, tags[tag]);
    }
});

Uplift Calculations

1. Calculate rCPM for each Group

   1. Control Group Revenue x1000/ Control Group Impressions   ({prefix}_enrich=c)

   2. Enriched Group Revenue x 1000 / Enriched Group Impressions  ({prefix}_enrich=y and {prefix}_enrich=s )
      

2. Determine the difference in rCPM

   1. Enriched Group rCPM - Control Group rCPM = Delta rCPM

3. Calculate Revenue Uplift

   1. Delta rCPM x Enriched Group Impressions

Example

• Enriched Group Revenue = $10,000
• Enriched Group Impressions =9,000,000
• Control Group Revenue = $900
• Control Group Impressions=1,000,000

Calculation:

($10,000 x1000)/9,000,000=$1.11 = Enriched Group rCPM

($900 x 1000)/1,000,000 = $0.90 = Control Group rCPM

$1.11- $0.90 = $0.21= rCPM Delta

$0.21 x (9,000,000/1000) = $1,890 Revenue Uplift

6. Inform and Collaborate with your Partners

Inform your SSP partners that you will be using the ID5 graph to pass matched SSP and DSP cookie IDs in the user.ext.eids or user.eids field (according to SSP/DSP specifications), along with provenance metadata. Some SSPs may require you to add your inserter value and/or matcher=id5-sync.com to an allow-list. You can find more details on how ID5 handles ID provenance here.

If you are augmenting Prebid.js with Prebid Server, make sure to align with your SSP and demand partners on how they prefer to receive matched cookie IDs when ID provenance is not yet supported.